Brand Naming & Identity • User Research • Communications Strategy • Video Series

Measurabl produces software that helps organizations with ESG data transparency & disclosure. The company was launched in 2013 but after a few months of operation the founders realized the company was in need of a new name and corporate brand identity in order to gain credibility for fundraising and attracting talent. My team created a new brand name & identity in addition to providing a website upgrade that more clearly explained the company’s purpose and product features in the relatively new world of sustainability management.

Creating a User-Driven Narrative

In 2017, Measurabl was getting ready to close a big financing round when they approached my company for assistance. Their team had built an intuitive and powerful product, but they were struggling to create high quality communications content. And though they knew their customers well, they had never conducted any formal studies of what was driving product adoption. The Measurabl team wanted to show the world how their product had become a mature offering trusted by well-known companies. Surveying the marketing in the industry, we noted a lack of in-depth stories from the leaders in sustainability management. Seeing the clear opportunity to distinguish their brand, we produced a customer spotlight campaign, a series of media profiles featuring six of Measurabl's most notable clients and collaborators.

Distilling Insights to Create Episodes

Working together with Los Angeles-based BRONTOSAURUS! we filmed a sequence of ethnographic interviews on location, analyzed the results, and created a collection of short videos accompanied by in-depth journalistic articles. This approach enabled us to identify what drives the sustainability professionals who use Measurabl and capture those authentic insights in high-definition.